Country clubs depend on memberships to generate an ongoing stream of cash to pay for the course, staffing, facilities, maintenance and upkeep. The fees are usually divided into an initiation fee and monthly fees. Sometimes the club and golf course are part of a real estate development, and at other times they are located within the real estate development but are independent from it. Many country clubs also stand alone from any real estate development.

Perceptions

Potential members may have the wrong idea about the club and course based on their perceptions, rather than reality. For example, a golfer may think that he must be a resident of the community around the club to qualify for membership or that the club isn't a relaxed place to enjoy himself because the facilities are off-putting. The first step is determining what the perception is and then either justifying that perception or counteracting it through a consistent image promoted by advertising, facility and staff.

Free Stuff

Financial planners, insurance agencies and timeshares have long used the enticement of a free dinner, or free weekend, to entice new customers. Country clubs can do the same thing by using a direct mail program to residents within a certain mileage of the club, exhibiting at trade shows or other special events. One country club in Southern California sent out 2,000 invitations to prequalified individuals for a free dinner at the club. About 125 attended and eight memberships were sold. That might not sound like much, but memberships were about $30,000. The $10,000 expenditure — $4,000 campaign and $6,000 for dinner — generated about $240,000 in membership fees.

Event Sponsorship

Anyone who plays golf knows about the courses where the major professional tournaments are played. Use that same type of visibility to increase awareness of your country club by hosting a tournament. It doesn't have to be championship-level competition. A fundraising tournament for a local charity will bring in players and attendees. Every time the fundraiser is mentioned through press release and advertising, your country club will be mentioned as well.

Levels of Memberships

Market more than one type of membership. Country clubs have different levels of memberships. A full golf membership with guaranteed tee times, no greens fees and caddies or golf carts may be too expensive for potential members. Or the member may not want to commit without experiencing the club first. Offer a limited membership with tee times in the off periods and with scaled greens and cart fees. Another alternative is a temporary membership with incentives to convert to a full membership. Another membership type is social with access to the clubhouse and restaurant but not the golf course.

Media Madness

Hotels in the travel industry regularly host event planners so those planners can familiarize themselves with the hotel and surrounding area. When the time comes to plan a major corporate event, the planners will remember their positive experience and book the hotel. Country clubs have the same opportunity to invite golf writers, announcers and celebrity members and personalities to sample the clubs food, golf course and staff. Offer the media free logoed golf shirts, caps and golf equipment as well. When the time comes to write a story, the country club will be remembered and hopefully reviewed favorably.

References

About the Author

Katie Jensen's first book was published in 2000. Since then she has written additional books as well as screenplays, website content and e-books. Rosehill holds a Master of Business Administration from Arizona State University. Her articles specialize in business and personal finance. Her passion includes cooking, eating and writing about food.